Elspeth Tilley

In this introduction to The Journal of Aesthetics and Art Criticism special issue on the aesthetics of creative activism, we canvas influential scholarship of political aesthetics to sculpt a broad typology of six interconnected mechanisms by which art might intervene in the world. We label these: Documentation, Disruption, Recognition, Participation, Imagination, and Beauty. Each has a compelling tradition of theory and application, augmented, extended, and sometimes challenged by the thirteen fresh and provocative contributions in the special issue. Yet, we ask, if both politically minded artists and culturally minded activists are convinced of the power of art to provoke social change, and if we live a world that by almost all measures is now saturated with politically inclined, aesthetically informed practices, interfaces, objects, and texts, why does art not seem to be making a difference? Clearly, we need to think harder about the relationships between art and action, a task the articles assembled here call upon us to take seriously.

New media have changed the parameters of public relations, multiplying audiences and altering the nature of relationships. Practitioners’ ethics approaches have been slower to adapt, frequently proving inadequate to the changes. McLuhan’s theory of technological determinism predicts this lag in conceptualizing and adapting to technological evolution; with awareness of the problem, however, practitioners have an opportunity to consciously shift to using the potential of new media proactively for ethical guidance, rather than continuing to allow ethics processes to lag behind technological capacity. In 1967 Marshall McLuhan wrote, “When faced with a totally new situation, we tend always to attach ourselves to the objects, to the flavor of the most recent past” (74). His words referred to the gap he observed between the potentially innovative functionality of new media, and the predominately traditionalist approaches to their use. While McLuhan’s comments are now more than 40 years old, and a host of newer technologies has evolved from those he described, his point remains strikingly germane: This chapter demonstrates that there is still a chasm between the potential and the utilization of new media, and explores the implications of that chasm for the specific context of new media and ethics in the field of public relations.

To move from the realm of good intent to verifiable practice, ethics needs to be approached in the same way as any other desired outcome of the public relations process: that is, operationalized and evaluated at each stage of a public relations campaign. A pyramid model - the "ethics pyramid" - is useful for incorporating ethical reflection and evaluation processes into the standard structure of a typical public relations plan. Practitioners can use it to integrate and manage ethical intent, means, and ends, by setting ethics objectives, considering the ethics of each campaign tactic, and reporting whether ethical outcomes have been attained.